{"id":26764,"date":"2026-05-26T16:22:13","date_gmt":"2026-05-26T14:22:13","guid":{"rendered":"https:\/\/leadgate.eu\/?p=26764"},"modified":"2026-06-08T09:23:25","modified_gmt":"2026-06-08T07:23:25","slug":"google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook","status":"publish","type":"post","link":"https:\/\/leadgate.eu\/nl\/blog\/google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook\/","title":{"rendered":"Google Ads wordt signal-based. Is jouw B2B marketing dat ook?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26764\" class=\"elementor elementor-26764\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-858a5ca elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"858a5ca\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-901d4a7\" data-id=\"901d4a7\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4c17dd7 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"4c17dd7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Google Ads wil niet meer alleen weten wie een formulier invult. Het platform wil beter begrijpen welke leads uiteindelijk klant worden. Die beweging werd recent zichtbaar in de aankondigingen rondom Google Marketing Live 2026. Google introduceerde onder andere journey-aware bidding, Smart Bidding Exploration en nieuwe vormen van budget pacing. Search Engine Journal beschrijft deze ontwikkeling als een stap waarbij Google Ads meer rekening gaat houden met de volledige klantreis, in plaats van alleen met de eerste conversie. Google zelf positioneert de updates als onderdeel van een bredere beweging naar AI-gestuurd bieden en budgetteren.<\/strong><\/p><p><span style=\"font-weight: 400;\">Voor B2B-organisaties is dat interessant. Maar ook confronterend. Want als Google verder wil kijken dan de eerste conversie, moet je marketingorganisatie dat zelf ook kunnen. En daar gaat het in de praktijk vaak mis.<\/span><\/p><p><span style=\"font-weight: 400;\">Veel IT-, Tech- en SaaS-organisaties meten nog steeds vooral leads. Ze sturen op CPA, conversiepercentages en formulierinzendingen. Maar ze weten onvoldoende welke accounts echt bewegen, welke signalen waardevol zijn en welke campagnes bijdragen aan pipeline.<\/span><\/p><p><span style=\"font-weight: 400;\">Precies daar komt <a href=\"https:\/\/leadgate.eu\/nl\/signal-based-marketing-voor-it\/\" target=\"_blank\" rel=\"noopener\">signal based marketing<\/a> in beeld.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf0f700 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"bf0f700\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Kernpunten<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebe1870 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"ebe1870\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\">Google Ads beweegt met journey-aware bidding richting optimalisatie op de volledige klantreis<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Voor B2B-organisaties is dit belangrijk omdat een losse conversie weinig zegt over leadkwaliteit of pipelinewaarde<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Signal based marketing helpt om gedrag, intentie en timing beter te herkennen<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">AI-gestuurde campagnes werken alleen goed als je de juiste data teruggeeft<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Als je alleen formulieren meet, optimaliseer je vooral op formulieren.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Voor IT-, Tech- en SaaS-organisaties ligt de kans in het combineren van Google Ads, CRM-data, salesfeedback en intelligence via tools zoals <a href=\"https:\/\/www.stairoids.com\/\" target=\"_blank\" rel=\"noopener\">Stairoids<\/a>.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Marketing en sales moeten samenwerken als \u00e9\u00e9n feedbackloop om signalen te valideren en pipeline te verbeteren.<\/li><li style=\"font-weight: 400;\" aria-level=\"1\">De toekomst van B2B marketing draait niet om meer leads, maar om betere signalen, betere timing en meer commerci\u00eble impact.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e5d8b4 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"8e5d8b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wat heeft Google aangekondigd?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a59079 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"7a59079\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">De aanleiding voor deze blog ligt bij twee recente artikelen over Google Ads. <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-ads-introduces-journey-aware-bidding-and-new-budget-pacing-updates\/574141\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Search Engine Journal<\/span><\/a><span style=\"font-weight: 400;\"> schreef over de introductie van journey-aware bidding en nieuwe budgetfuncties binnen Google Ads. De kern: Google wil adverteerders helpen om niet alleen te optimaliseren op de eerste conversie, maar ook op latere stappen in de journey. Denk aan leadkwaliteit, salesopvolging en uiteindelijk commerci\u00eble waarde.<\/span><\/p><p><span style=\"font-weight: 400;\">Google publiceerde zelf ook een <\/span><a href=\"https:\/\/blog.google\/products\/ads-commerce\/bidding-budgeting-google-marketing-live-2026\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">update<\/span><\/a><span style=\"font-weight: 400;\"> naar aanleiding van Google Marketing Live 2026. Daarin ligt de nadruk op AI-gestuurd bieden en budgetteren. Google wil campagnes slimmer maken door beter te kijken naar waardevolle klantmomenten, nieuwe conversiekansen en vraagmomenten waarop budget effectiever kan worden ingezet.<\/span><\/p><p><span style=\"font-weight: 400;\">Drie ontwikkelingen vallen daarbij op.<\/span><\/p><p><b>1. Journey-aware bidding<\/b><\/p><p><span style=\"font-weight: 400;\">Google wil campagnes niet alleen laten optimaliseren op front-end conversies zoals formulieren, downloads of demo-aanvragen, maar ook op signalen verderop in het klantproces. Voor B2B is dat relevant, omdat de eerste conversie vaak nog weinig zegt over de echte commerci\u00eble waarde.<\/span><\/p><p><b>2. Smart Bidding Exploration<\/b><\/p><p><span style=\"font-weight: 400;\">Google geeft het algoritme meer ruimte om nieuwe conversiekansen te vinden buiten de bestaande patronen. Dat kan helpen om nieuwe vraag te ontdekken, maar vraagt in B2B ook om scherpe controle op kwaliteit. Meer bereik is pas waardevol als het bij de juiste accounts terechtkomt.<\/span><\/p><p><b>3. Demand-led budget pacing<\/b><\/p><p><span style=\"font-weight: 400;\">Budgetten worden dynamischer verdeeld op basis van verwachte vraag. In plaats van elke dag op dezelfde manier budget uit te geven, kijkt Google meer naar momenten waarop de kans op resultaat groter is.<\/span><\/p><p><span style=\"font-weight: 400;\">De richting is duidelijk: Google Ads wordt minder conversion based en meer signal based.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd8c339 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"fd8c339\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Waarom dit voor B2B marketing belangrijk is<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d18a0d ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"2d18a0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Voor B2B-organisaties is deze ontwikkeling groter dan een technische Google Ads-update. Het raakt aan de manier waarop marketing wordt ingericht, gemeten en aangestuurd.<\/span><\/p><p><span style=\"font-weight: 400;\">In B2C of e-commerce is de stap van klik naar aankoop vaak relatief kort. In B2B ligt dat anders. Zeker binnen IT, Tech en SaaS zijn salescycli langer, beslissingen complexer en zijn er meerdere mensen betrokken bij \u00e9\u00e9n aankoopproces.<\/span><\/p><p><span style=\"font-weight: 400;\">Daarom zegt een losse conversie weinig. Een ingevuld formulier vertelt je dat iemand iets heeft gedaan. Maar het vertelt je nog niet of het account past, of er urgentie is, of er meerdere beslissers betrokken zijn, of er intern beweging ontstaat en of sales er op dit moment iets mee kan. In B2B is een lead pas waardevol als je begrijpt welk signaal erachter zit. Dat is precies waarom traditionele leadgeneratie steeds vaker tekortschiet. Campagnes kunnen op papier goed presteren, terwijl sales in de praktijk weinig kan met de leads. Marketing rapporteert volume, sales ervaart ruis. Signal based marketing brengt die werelden dichter bij elkaar.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-442f2b6 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"442f2b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wat is signal based marketing? <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6b2c4b ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"c6b2c4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Signal based marketing is een marketingaanpak waarbij je stuurt op gedrag en <\/span><a href=\"https:\/\/leadgate.eu\/nl\/blog\/wat-zijn-marketingsignalen-en-waarom-zijn-ze-onmisbaar-voor-it-marketeers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">marketingsignalen<\/span><\/a><span style=\"font-weight: 400;\"> die wijzen op interesse, behoefte of koopintentie.<\/span><\/p><p><span style=\"font-weight: 400;\">Je kijkt dus niet alleen naar wie converteert, maar vooral naar wat er gebeurt v\u00f3\u00f3r, tijdens en na die conversie. Welke accounts komen terug? Welke content bekijken ze? Welke thema\u2019s trekken aandacht? Welke personen binnen dezelfde organisatie tonen activiteit? En op welk moment wordt dat interessant genoeg voor marketing, business development of sales?<\/span><\/p><p><span style=\"font-weight: 400;\">Voorbeelden van relevante signalen zijn:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Een target account bezoekt meerdere keren een dienstpagina of pricingpagina.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Meerdere personen uit dezelfde organisatie bekijken content rond hetzelfde thema.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Een prospect reageert herhaaldelijk op LinkedIn-content van Jordi, Leadgate of een specialist.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Een bedrijf komt binnen via een high-intent zoekterm en klikt door naar cases of contact.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Een Dream 50-account toont engagement op een campagne, webinar, event of direct mail-actie.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>Dit soort signalen geven meer context dan een losse conversie. Zeker wanneer je ze combineert via<\/span><a href=\"https:\/\/leadgate.eu\/nl\/blog\/herken-koopintentie-sneller-met-signal-stacking\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">signal stacking<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Het verschil met klassieke leadgeneratie is groot. Bij klassieke leadgeneratie vraag je vaak te vroeg om contactgegevens. Bij signal based marketing kijk je eerst naar gedrag. Je probeert niet iedereen zo snel mogelijk door een funnel te duwen. Je bouwt herkenning op, vangt signalen op en handelt pas wanneer daar voldoende context voor is.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8cc4ab5 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"8cc4ab5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Journey-aware bidding is de Google Ads-versie van signal based denken<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8604f90 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"8604f90\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Google noemt het journey-aware bidding. In de praktijk gaat het om hetzelfde principe dat binnen B2B marketing steeds belangrijker wordt: niet elke conversie heeft dezelfde waarde.<\/span><\/p><p><span style=\"font-weight: 400;\">Een formulierinzending van een stagiair bij een niet-passend bedrijf is iets anders dan een demo-aanvraag van een commerci\u00eble directeur bij een account dat precies binnen je ICP valt. Toch worden deze conversies in veel Google Ads-accounts nog op dezelfde manier gemeten. Dat is het probleem.<\/span><\/p><p><span style=\"font-weight: 400;\">Als je Google alleen voedt met oppervlakkige conversiedata, gaat het platform optimaliseren op oppervlakkige conversies. Dan krijg je misschien meer downloads, meer formulieren of een lagere CPA. Maar dat betekent niet automatisch dat je pipeline groeit. Journey-aware bidding probeert daar verandering in te brengen door verder te kijken in de klantreis. Maar Google kan dat alleen goed doen als jij de juiste data teruggeeft. Daar zit de kern.Google Ads wordt slimmer, maar je marketingdata moet mee volwassen worden.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b67cda ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"0b67cda\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Het gevaar: AI optimaliseert op de verkeerde input<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5949eb8 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"5949eb8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Veel organisaties verwachten dat<\/span><a href=\"https:\/\/leadgate.eu\/nl\/over-ons\/ai-in-it-marketing\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">AI in IT-marketing<\/span><\/a><span style=\"font-weight: 400;\"> hun marketing vanzelf beter maakt. Maar AI is geen strategische oplossing voor slechte data.<\/span><\/p><p><span style=\"font-weight: 400;\">Als je alleen whitepaperdownloads meet, leert Google zoeken naar meer mensen die whitepapers downloaden. Als je alleen formulierinzendingen meet, leert Google zoeken naar meer mensen die formulieren invullen. Als je alleen stuurt op lage kosten per lead, gaat het systeem op zoek naar goedkope leads. En goedkope leads zijn zelden automatisch goede leads.<\/span><\/p><p><span style=\"font-weight: 400;\">Dat maakt de nieuwe generatie Google Ads-functies kansrijk, maar ook risicovol. Automatisering versnelt namelijk wat je erin stopt. Goede input wordt krachtiger. Slechte input wordt sneller opgeschaald. Daarom moeten B2B-organisaties niet alleen nadenken over campagnesturing, maar vooral over datastructuur, CRM-terugkoppeling en salesfeedback.\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Welke leads worden gekwalificeerd?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Welke accounts worden opportunities?\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Welke campagnes leveren gesprekken op met de juiste bedrijven?\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Welke signalen blijken achteraf voorspellend voor omzet?<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\"><br \/>Zonder die antwoorden blijft AI optimaliseren op aannames.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2c58c4 ob-has-background-overlay elementor-widget elementor-widget-template\" data-id=\"b2c58c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"14263\" class=\"elementor elementor-14263\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6d7bc29 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d7bc29\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6b135030\" data-id=\"6b135030\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25742cbe ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"25742cbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><b>Plan een consultancysessie om te sparren over jouw online marketing<\/b><\/h4><p>Heb jij behoefte aan een sparringpartner of wil je samen kijken hoe je de (online) marketing uitdagingen van jouw organisatie kunt aanpakken?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f985b8d leadgate-arrow-anim-btn ob-has-background-overlay elementor-widget elementor-widget-jet-button\" data-id=\"f985b8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"jet-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-jet-button jet-elements\"><div class=\"jet-button__container\">\n\t<a class=\"jet-button__instance jet-button__instance--icon-right hover-effect-1\" href=\"https:\/\/leadgate.eu\/nl\/plan-een-consultancysessie-met-jordi\/\">\n\t\t<div class=\"jet-button__plane jet-button__plane-normal\"><\/div>\n\t\t<div class=\"jet-button__plane jet-button__plane-hover\"><\/div>\n\t\t<div class=\"jet-button__state jet-button__state-normal\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#1989ff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#1989ff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">plan een meeting<\/span>\t\t<\/div>\n\t\t<div class=\"jet-button__state jet-button__state-hover\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#fff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#fff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">plan een meeting<\/span>\t\t<\/div>\n\t<\/a>\n<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2202765 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"2202765\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Van demand capture naar signal based demand capture <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-27eab46 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"27eab46\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Google Ads blijft een krachtig kanaal voor demand capture, zeker wanneer je<\/span><a href=\"https:\/\/leadgate.eu\/nl\/online-advertising\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">online advertising voor IT-, Tech- en SaaS-bedrijven<\/span><\/a><span style=\"font-weight: 400;\"> strategisch koppelt aan signalen uit de markt. Je vangt bestaande vraag op van mensen die actief zoeken naar een oplossing, leverancier of aanpak. Maar demand capture wordt steeds minder plat. Het gaat niet meer alleen om de vraag: wie converteert? Het gaat om de vraag: welke conversies leiden tot waardevolle beweging in de pipeline?<\/span><\/p><p><span style=\"font-weight: 400;\">Daarom wordt signal based marketing zo belangrijk. Het verrijkt demand capture met context. Je ziet niet alleen dat iemand op je advertentie klikte, maar ook of dat account past binnen je ICP, of er herhaald gedrag zichtbaar is, of meerdere mensen uit dezelfde organisatie betrokken zijn en of het onderwerp aansluit bij een concrete behoefte.<\/span><\/p><p><span style=\"font-weight: 400;\">Voor IT-, Tech- en SaaS-organisaties maakt dat een groot verschil. Daar zijn proposities vaak complex, salescycli langer en aankoopprocessen inhoudelijker. Je hebt dus meer nodig dan een campagne die leads verzamelt. Je hebt een systeem nodig dat signalen herkent.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-303b7c2 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"303b7c2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">De rol van Stairoids binnen signal based marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee1da96 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"ee1da96\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Bij Leadgate kijken we naar signal based marketing als een bredere marketingaanpak. Niet als losse tool, maar als manier om marketing en sales slimmer te laten samenwerken.<\/span><\/p><p><span style=\"font-weight: 400;\">Stairoids speelt daarin een belangrijke rol. Het helpt om accountgedrag zichtbaar te maken en signalen te vertalen naar bruikbare inzichten voor marketing, business development en sales.<\/span><\/p><p><span style=\"font-weight: 400;\">Waar Google Ads vooral kijkt naar campagnedata binnen het advertentieplatform, helpt een intelligence-laag zoals Stairoids om breder te kijken naar beweging binnen je doelgroep. Welke accounts tonen activiteit? Welke bedrijven passen binnen je ICP? Welke thema\u2019s krijgen tractie? Waar ontstaat momentum? Dat maakt je marketing relevanter. Niet omdat je harder gaat zenden, maar omdat je beter begrijpt waar de aandacht zit. En dat is precies waar moderne B2B marketing om draait: niet meer leads cre\u00ebren, maar betere signalen herkennen en daar op het juiste moment iets mee doen.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c715fb ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"4c715fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Marketing en sales moeten \u00e9\u00e9n feedbackloop worden <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82a2762 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"82a2762\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Journey-aware bidding en signal based marketing hebben \u00e9\u00e9n ding gemeen: ze werken alleen als de feedbackloop klopt.<\/span><\/p><p><span style=\"font-weight: 400;\">Marketing kan signalen cre\u00ebren en zichtbaar maken. Sales kan valideren of die signalen commercieel waardevol zijn. Business development kan testen welke aanleiding werkt om een relatie te starten. Die inzichten moeten vervolgens terug naar marketing en waar mogelijk ook terug naar advertentieplatformen.<\/span><\/p><p><span style=\"font-weight: 400;\">Zo ontstaat een systeem dat steeds slimmer wordt.<\/span><\/p><p><span style=\"font-weight: 400;\">Als een bepaald signaal vaak leidt tot goede gesprekken, wil je daar meer campagnes, content en salesacties omheen bouwen. Als een signaal vaak weinig oplevert, moet je het anders wegen. Als een campagne veel leads oplevert maar weinig pipeline, moet je niet alleen de advertentie aanpassen, maar ook de conversiedefinitie ter discussie stellen.<\/span><\/p><p><span style=\"font-weight: 400;\">Dit vraagt om samenwerking.<\/span><\/p><p><span style=\"font-weight: 400;\">Niet marketing die leads over de schutting gooit. Niet sales die achteraf klaagt over kwaliteit. Maar \u00e9\u00e9n team dat samen kijkt naar accountfit, timing, intentie en pipeline<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f41bdd0 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"f41bdd0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wat IT-, Tech- en SaaS-organisaties nu moeten regelen<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cf0fd8 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"9cf0fd8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Voor IT-, Tech- en SaaS-organisaties ligt hier een grote kans. Juist in markten met complexe proposities, langere salescycli en meerdere beslissers is signal based marketing relevant. De organisaties die hiervan profiteren, zijn niet per se de bedrijven met het grootste advertentiebudget. Het zijn de bedrijven die hun marketingfundament op orde hebben. Dat begint bij een scherp ICP. Wie wil je bereiken? Welke bedrijven passen echt? Welke rollen zitten in de DMU? Welke thema\u2019s spelen bij deze doelgroep? Welke signalen wijzen op interesse of urgentie?<\/span><\/p><p><span style=\"font-weight: 400;\">Daarna moet je de data op orde brengen. Google Ads, CRM, websitegedrag, LinkedIn-engagement, salesfeedback en tooling zoals Stairoids moeten niet als losse werelden functioneren. Ze moeten samen een beeld geven van wat er in de markt gebeurt.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Vervolgens moet je afspraken maken over opvolging. Wanneer is een signaal sterk genoeg voor business development? Wanneer blijft het bij nurturing? Wanneer zet je extra contentdruk op een account? Wanneer is persoonlijke outreach logisch?<\/span><\/p><p><span style=\"font-weight: 400;\">Pas als die afspraken staan, wordt signal based marketing meer dan een interessant concept. Dan wordt het een systeem voor groei.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a4ae45 ob-has-background-overlay elementor-widget elementor-widget-template\" data-id=\"1a4ae45\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"14263\" class=\"elementor elementor-14263\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6d7bc29 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d7bc29\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6b135030\" data-id=\"6b135030\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25742cbe ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"25742cbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><b>Plan een consultancysessie om te sparren over jouw online marketing<\/b><\/h4><p>Heb jij behoefte aan een sparringpartner of wil je samen kijken hoe je de (online) marketing uitdagingen van jouw organisatie kunt aanpakken?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f985b8d leadgate-arrow-anim-btn ob-has-background-overlay elementor-widget elementor-widget-jet-button\" data-id=\"f985b8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"jet-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-jet-button jet-elements\"><div class=\"jet-button__container\">\n\t<a class=\"jet-button__instance jet-button__instance--icon-right hover-effect-1\" href=\"https:\/\/leadgate.eu\/nl\/plan-een-consultancysessie-met-jordi\/\">\n\t\t<div class=\"jet-button__plane jet-button__plane-normal\"><\/div>\n\t\t<div class=\"jet-button__plane jet-button__plane-hover\"><\/div>\n\t\t<div class=\"jet-button__state jet-button__state-normal\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#1989ff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#1989ff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">plan een meeting<\/span>\t\t<\/div>\n\t\t<div class=\"jet-button__state jet-button__state-hover\">\n\t\t\t<span class=\"jet-button__icon jet-elements-icon\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"18.284\" height=\"9.715\" viewBox=\"0 0 18.284 9.715\"><g transform=\"translate(-249.048 -147.26)\"><path d=\"M269.125,158.215a1,1,0,0,1-.707-1.707l3.151-3.151-3.151-3.151a1,1,0,0,1,1.414-1.414l3.858,3.858a1,1,0,0,1,0,1.414l-3.858,3.858A1,1,0,0,1,269.125,158.215Z\" transform=\"translate(-6.651 -1.24)\" fill=\"#fff\"><\/path><path d=\"M16.284,1H0A1,1,0,0,1-1,0,1,1,0,0,1,0-1H16.284a1,1,0,0,1,1,1A1,1,0,0,1,16.284,1Z\" transform=\"translate(250.048 152.118)\" fill=\"#fff\"><\/path><\/g><\/svg><\/span><span class=\"jet-button__label\">plan een meeting<\/span>\t\t<\/div>\n\t<\/a>\n<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e42983e ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"e42983e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Google Ads wordt slimmer, daarom wordt strategie belangrijker<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c576bc0 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"c576bc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">De verleiding is groot om journey-aware bidding te zien als een technische feature. Iets voor de SEA-specialist. Iets binnen Google Ads. Maar dat is te klein gedacht. Deze ontwikkeling laat zien waar marketing in brede zin naartoe beweegt. Platforms worden slimmer. AI neemt meer optimalisatiewerk over. Budgetten worden dynamischer. Campagnes leren sneller van gedrag. Maar de strategische vraag wordt juist belangrijker: waarop laat je het systeem optimaliseren?<\/span><\/p><p><span style=\"font-weight: 400;\">Als je stuurt op leads, krijg je leads.Als je stuurt op goedkope conversies, krijg je goedkope conversies. Als je stuurt op kwaliteit, intentie en pipeline, bouw je een marketingmachine die echt bijdraagt aan groei. Dat is de beweging die B2B-organisaties nu moeten maken.<\/span><\/p><p><span style=\"font-weight: 400;\">Van leadgeneratie naar signal based marketing.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Van losse conversies naar klantreisdata.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Van handmatige optimalisatie naar betere input voor slimme systemen.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Van marketingactiviteit naar pipeline-impact<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28691b3 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"28691b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Is jouw B2B marketing klaar voor signal based groei?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fe1010 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"6fe1010\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">De updates van Google en de analyse van Search Engine Journal laten dezelfde beweging zien: advertisingplatformen willen steeds minder sturen op losse conversies en steeds meer op kwaliteit, context en journey-data.<\/span><\/p><p><span style=\"font-weight: 400;\">Maar technologie kan pas waarde leveren als het fundament klopt. Je hebt een scherp ICP nodig, betrouwbare data, goede CRM-terugkoppeling, duidelijke signalen en een sterke samenwerking tussen marketing, business development en sales.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-019d386 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"019d386\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Klaar om verder te kijken dan leads? <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64266e2 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"64266e2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Google Ads wordt slimmer, maar je marketingdata en salesproces bepalen of je daar echt van profiteert. Leadgate helpt IT-, Tech- en SaaS-organisaties om signalen zichtbaar te maken, campagnes slimmer in te richten en marketing meetbaar bij te laten dragen aan pipeline.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-44c366bf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"44c366bf\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-751c4258\" data-id=\"751c4258\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4dc5c93e ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"4dc5c93e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">FAQ<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13349ccb ob-has-background-overlay elementor-widget elementor-widget-toggle\" data-id=\"13349ccb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"toggle.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle\">\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3221\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-3221\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Wat is journey-aware bidding in Google Ads?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3221\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-3221\"><p><span style=\"font-weight: 400;\">Journey-aware bidding is een ontwikkeling binnen Google Ads waarbij campagnes niet alleen optimaliseren op de eerste conversie, maar ook rekening houden met latere stappen in de klantreis. Daardoor kan Google beter leren welke leads uiteindelijk waardevol zijn.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3222\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-3222\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Wat is het verschil tussen leadgeneratie en signal based marketing?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3222\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-3222\"><p><span style=\"font-weight: 400;\">Leadgeneratie stuurt vaak op het verzamelen van contactgegevens. Signal based marketing kijkt breder naar gedrag, context en timing. Het doel is niet zoveel mogelijk leads verzamelen, maar beter begrijpen welke accounts echt bewegen richting een gesprek of aankoop.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3223\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-3223\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Waarom is signal based marketing belangrijk voor B2B?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3223\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-3223\"><p><span style=\"font-weight: 400;\">B2B-aankoopprocessen zijn vaak lang en complex. E\u00e9n download of formulier zegt weinig over echte koopintentie. Door meerdere signalen te combineren, krijg je beter inzicht in welke accounts relevant zijn en wanneer sales of business development moet aanhaken.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3224\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-3224\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Hoe helpt Google Ads hierbij?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3224\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-3224\"><p><span style=\"font-weight: 400;\">Google Ads ontwikkelt functies die verder kijken dan losse conversies. Met journey-aware bidding en slimmere budgetverdeling probeert Google beter te optimaliseren op waardevolle uitkomsten. Maar dat werkt alleen goed als je voldoende kwalitatieve data teruggeeft.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3225\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-3225\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Waarom is CRM-data belangrijk voor Google Ads?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3225\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-3225\"><p><span style=\"font-weight: 400;\">CRM-data laat zien wat er na een conversie gebeurt. Wordt een lead gekwalificeerd? Komt er een salesgesprek? Ontstaat er een opportunity? Zonder die informatie blijft Google vooral optimaliseren op de voorkant van de funnel.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3226\" class=\"elementor-tab-title\" data-tab=\"6\" role=\"button\" aria-controls=\"elementor-tab-content-3226\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Welke rol speelt Stairoids in signal based marketing?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3226\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"6\" role=\"region\" aria-labelledby=\"elementor-tab-title-3226\"><p><span style=\"font-weight: 400;\"><a href=\"https:\/\/stairoids.com\/\" target=\"_blank\" rel=\"noopener\">Stairoids<\/a> helpt om accountgedrag en intentiesignalen zichtbaar te maken. Daardoor kunnen marketing en sales beter bepalen welke accounts bewegen, welke onderwerpen relevant zijn en wanneer opvolging logisch is.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-3227\" class=\"elementor-tab-title\" data-tab=\"7\" role=\"button\" aria-controls=\"elementor-tab-content-3227\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><i class=\"fas fa-caret-right\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><i class=\"elementor-toggle-icon-opened fas fa-caret-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Is signal based marketing alleen relevant voor grote bedrijven?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-3227\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"7\" role=\"region\" aria-labelledby=\"elementor-tab-title-3227\"><p><span style=\"font-weight: 400;\">Nee. Juist voor kleinere en middelgrote B2B-organisaties kan signal based marketing waardevol zijn, omdat marketingbudgetten gerichter worden ingezet. Je verspilt minder aandacht aan slechte leads en richt je meer op accounts die echt passen en beweging tonen.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1a370090 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1a370090\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4822edf2\" data-id=\"4822edf2\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-44d68e1b ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"44d68e1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Over de auteur<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3165e36f elementor-author-box--image-valign-middle ob-has-background-overlay elementor-widget elementor-widget-author-box\" data-id=\"3165e36f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/leadgate.eu\/wp-content\/uploads\/2024\/03\/Niels-200x300.jpg\" alt=\"Foto van Niels den Engelsman\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h3 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tNiels den Engelsman\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\t<p>Niels den Engelsman is Business Developer en Marketing Specialist bij Leadgate en helpt IT-, Tech- en SaaS-organisaties bij het ontwikkelen van nieuwe commerci\u00eble kansen en voorspelbare pipeline. Hij verbindt zichtbaarheid en positionering aan concrete businessgroei en duurzame klantrelaties.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-616b395 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"616b395\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Wil je weten hoe je zichtbaarheid kunt vertalen naar concrete gesprekken? Plan een 30-minuten call met Niels of connect via <a href=\"https:\/\/www.linkedin.com\/in\/niels-den-engelsman-b2b-marketing\/\">LinkedIn<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-54571d8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"54571d8\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c907275\" data-id=\"c907275\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-898d6a1 ob-has-background-overlay elementor-widget elementor-widget-html\" data-id=\"898d6a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"BlogPosting\",\r\n  \"@id\": \"https:\/\/leadgate.eu\/nl\/blog\/google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook\/#blogposting\",\r\n  \"mainEntityOfPage\": {\r\n    \"@type\": \"WebPage\",\r\n    \"@id\": \"https:\/\/leadgate.eu\/nl\/blog\/google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook\/\"\r\n  },\r\n  \"headline\": \"Google Ads wordt signal-based. Is jouw B2B marketing dat ook?\",\r\n  \"alternativeHeadline\": \"Waarom Google Ads steeds meer draait om signalen in B2B marketing\",\r\n  \"description\": \"Google Ads kijkt steeds verder dan formulieren en losse conversies. Ontdek wat journey-aware bidding betekent voor signal based marketing, demand capture en B2B pipeline.\",\r\n  \"image\": {\r\n    \"@type\": \"ImageObject\",\r\n    \"url\": \"https:\/\/leadgate.eu\/wp-content\/uploads\/2026\/05\/DSC02576-1024x683.jpg\",\r\n    \"width\": 1024,\r\n    \"height\": 683,\r\n    \"caption\": \"Google Ads wordt signal-based. Is jouw B2B marketing dat ook?\"\r\n  },\r\n  \"datePublished\": \"2026-05-26\",\r\n  \"dateModified\": \"2026-05-26\",\r\n  \"inLanguage\": \"nl-NL\",\r\n  \"articleSection\": \"B2B marketing\",\r\n  \"isPartOf\": {\r\n    \"@type\": \"Blog\",\r\n    \"@id\": \"https:\/\/leadgate.eu\/nl\/blog\/#blog\",\r\n    \"name\": \"Leadgate Europe Blog\",\r\n    \"url\": \"https:\/\/leadgate.eu\/nl\/blog\/\"\r\n  },\r\n  \"author\": {\r\n    \"@type\": \"Person\",\r\n    \"@id\": \"https:\/\/leadgate.eu\/nl\/blog\/google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook\/#author\",\r\n    \"name\": \"Niels den Engelsman\",\r\n    \"jobTitle\": \"Business Developer en Marketing Specialist\",\r\n    \"description\": \"Niels den Engelsman is Business Developer en Marketing Specialist bij Leadgate en helpt IT-, Tech- en SaaS-organisaties bij het ontwikkelen van nieuwe commerci\u00eble kansen en voorspelbare pipeline.\",\r\n    \"url\": \"https:\/\/www.linkedin.com\/in\/niels-den-engelsman\/\",\r\n    \"worksFor\": {\r\n      \"@type\": \"Organization\",\r\n      \"@id\": \"https:\/\/leadgate.eu\/nl\/#organization\",\r\n      \"name\": \"Leadgate Europe\"\r\n    }\r\n  },\r\n  \"publisher\": {\r\n    \"@type\": \"Organization\",\r\n    \"@id\": \"https:\/\/leadgate.eu\/nl\/#organization\",\r\n    \"name\": \"Leadgate Europe\",\r\n    \"url\": \"https:\/\/leadgate.eu\/nl\/\",\r\n    \"email\": \"info@leadgate.eu\",\r\n    \"telephone\": \"+31 10 268 1148\",\r\n    \"address\": {\r\n      \"@type\": \"PostalAddress\",\r\n      \"streetAddress\": \"Schiedamsedijk 50\",\r\n      \"postalCode\": \"3011 ED\",\r\n      \"addressLocality\": \"Rotterdam\",\r\n      \"addressCountry\": \"NL\"\r\n    },\r\n    \"sameAs\": [\r\n      \"https:\/\/www.linkedin.com\/company\/leadgate-europe\/\",\r\n      \"https:\/\/www.instagram.com\/leadgate_europe\/\"\r\n    ],\r\n    \"logo\": {\r\n      \"@type\": \"ImageObject\",\r\n      \"url\": \"https:\/\/leadgate.eu\/wp-content\/uploads\/2022\/08\/logo-leadgate.svg\"\r\n    }\r\n  },\r\n  \"keywords\": [\r\n    \"signal based marketing\",\r\n    \"B2B marketing\",\r\n    \"Google Ads\",\r\n    \"journey-aware bidding\",\r\n    \"demand capture\",\r\n    \"leadgeneratie\",\r\n    \"intent data\",\r\n    \"pipeline marketing\",\r\n    \"IT marketing\",\r\n    \"SaaS marketing\",\r\n    \"Stairoids\",\r\n    \"CRM-data\",\r\n    \"salesfeedback\"\r\n  ],\r\n  \"about\": [\r\n    {\r\n      \"@type\": \"Thing\",\r\n      \"name\": \"Signal based marketing\"\r\n    },\r\n    {\r\n      \"@type\": \"Thing\",\r\n      \"name\": \"B2B marketing\"\r\n    },\r\n    {\r\n      \"@type\": \"Thing\",\r\n      \"name\": \"Google Ads\"\r\n    },\r\n    {\r\n      \"@type\": \"Thing\",\r\n      \"name\": \"Journey-aware bidding\"\r\n    },\r\n    {\r\n      \"@type\": \"Thing\",\r\n      \"name\": \"Demand capture\"\r\n    },\r\n    {\r\n      \"@type\": \"Thing\",\r\n      \"name\": \"Pipeline marketing\"\r\n    }\r\n  ],\r\n  \"mentions\": [\r\n    {\r\n      \"@type\": \"Organization\",\r\n      \"name\": \"Google Ads\",\r\n      \"url\": \"https:\/\/ads.google.com\/\"\r\n    },\r\n    {\r\n      \"@type\": \"Organization\",\r\n      \"name\": \"Search Engine Journal\",\r\n      \"url\": \"https:\/\/www.searchenginejournal.com\/\"\r\n    },\r\n    {\r\n      \"@type\": \"SoftwareApplication\",\r\n      \"name\": \"Stairoids\",\r\n      \"url\": \"https:\/\/www.stairoids.com\/\",\r\n      \"applicationCategory\": \"MarketingApplication\"\r\n    }\r\n  ],\r\n  \"citation\": [\r\n    \"https:\/\/www.searchenginejournal.com\/google-ads-introduces-journey-aware-bidding-and-new-budget-pacing-updates\/574141\/\",\r\n    \"https:\/\/blog.google\/products\/ads-commerce\/bidding-budgeting-google-marketing-live-2026\/\"\r\n  ],\r\n  \"mainEntity\": {\r\n    \"@type\": \"FAQPage\",\r\n    \"@id\": \"https:\/\/leadgate.eu\/nl\/blog\/google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook\/#faq\",\r\n    \"mainEntity\": [\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Wat is journey-aware bidding in Google Ads?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"Journey-aware bidding is een ontwikkeling binnen Google Ads waarbij campagnes niet alleen optimaliseren op de eerste conversie, maar ook rekening houden met latere stappen in de klantreis. Daardoor kan Google beter leren welke leads uiteindelijk waardevol zijn.\"\r\n        }\r\n      },\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Wat is het verschil tussen leadgeneratie en signal based marketing?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"Leadgeneratie stuurt vaak op het verzamelen van contactgegevens. Signal based marketing kijkt breder naar gedrag, context en timing. Het doel is niet zoveel mogelijk leads verzamelen, maar beter begrijpen welke accounts echt bewegen richting een gesprek of aankoop.\"\r\n        }\r\n      },\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Waarom is signal based marketing belangrijk voor B2B?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"B2B-aankoopprocessen zijn vaak lang en complex. E\u00e9n download of formulier zegt weinig over echte koopintentie. Door meerdere signalen te combineren, krijg je beter inzicht in welke accounts relevant zijn en wanneer sales of business development moet aanhaken.\"\r\n        }\r\n      },\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Hoe helpt Google Ads hierbij?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"Google Ads ontwikkelt functies die verder kijken dan losse conversies. Met journey-aware bidding en slimmere budgetverdeling probeert Google beter te optimaliseren op waardevolle uitkomsten. Dat werkt alleen goed als je voldoende kwalitatieve data teruggeeft.\"\r\n        }\r\n      },\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Waarom is CRM-data belangrijk voor Google Ads?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"CRM-data laat zien wat er na een conversie gebeurt. Wordt een lead gekwalificeerd? Komt er een salesgesprek? Ontstaat er een opportunity? Zonder die informatie blijft Google vooral optimaliseren op de voorkant van de funnel.\"\r\n        }\r\n      },\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Welke rol speelt Stairoids in signal based marketing?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"Stairoids helpt om accountgedrag en intentiesignalen zichtbaar te maken. Daardoor kunnen marketing en sales beter bepalen welke accounts bewegen, welke onderwerpen relevant zijn en wanneer opvolging logisch is.\"\r\n        }\r\n      },\r\n      {\r\n        \"@type\": \"Question\",\r\n        \"name\": \"Is signal based marketing alleen relevant voor grote bedrijven?\",\r\n        \"acceptedAnswer\": {\r\n          \"@type\": \"Answer\",\r\n          \"text\": \"Nee. Juist voor kleinere en middelgrote B2B-organisaties kan signal based marketing waardevol zijn, omdat marketingbudgetten gerichter worden ingezet. Je verspilt minder aandacht aan slechte leads en richt je meer op accounts die echt passen en beweging tonen.\"\r\n        }\r\n      }\r\n    ]\r\n  }\r\n}\r\n<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-780596a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"780596a\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5e689aa\" data-id=\"5e689aa\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-053fc2d ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"053fc2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Bronnen en inspiratie<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47c9b38 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"47c9b38\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Deze blog is ge\u00efnspireerd op recente ontwikkelingen binnen Google Ads en AI-gestuurde campagneoptimalisatie:<\/span><\/p><p><b>Search Engine Journal<\/b><b><br \/><\/b><a href=\"https:\/\/www.searchenginejournal.com\/google-ads-introduces-journey-aware-bidding-and-new-budget-pacing-updates\/574141\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Google Ads Introduces Journey-Aware Bidding And New Budget Pacing Updates<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/><\/span><\/i><\/a><span style=\"font-weight: 400;\">Dit artikel beschrijft hoe Google Ads met journey-aware bidding en budget pacing meer rekening wil houden met de volledige klantreis.<\/span><\/p><p><b>Google Ads &amp; Commerce Blog<\/b><b><br \/><\/b><a href=\"https:\/\/blog.google\/products\/ads-commerce\/bidding-budgeting-google-marketing-live-2026\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Bidding and budgeting news from Google Marketing Live 2026<\/span><\/i><i><span style=\"font-weight: 400;\"><br \/><\/span><\/i><\/a><span style=\"font-weight: 400;\">Google licht hierin toe hoe AI-gestuurd bieden, Smart Bidding Exploration en dynamische budgetverdeling <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Google Ads wil niet meer alleen weten wie een formulier invult. Het platform wil beter begrijpen welke leads uiteindelijk klant worden. Die beweging werd recent zichtbaar in de aankondigingen rondom Google Marketing Live 2026. Google introduceerde onder andere journey-aware bidding, Smart Bidding Exploration en nieuwe vormen van budget pacing. Search Engine Journal beschrijft deze ontwikkeling [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":26766,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[205,72,221,220],"class_list":["post-26764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-demand-capture","tag-google-ads","tag-pipeline","tag-signal-based-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Ads wordt signal-based. Is jouw B2B marketing dat ook?<\/title>\n<meta name=\"description\" content=\"Google Ads kijkt verder dan leads met journey-aware bidding. Ontdek wat dit betekent voor Signal Based Marketing, demand capture en pipeline.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadgate.eu\/nl\/blog\/google-ads-wordt-signal-based-is-jouw-b2b-marketing-dat-ook\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ads wordt signal-based. Is jouw B2B marketing dat ook?\" \/>\n<meta property=\"og:description\" content=\"Google Ads kijkt verder dan leads met journey-aware bidding. 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